Creating a Mobile StrategyKelly McIvor@kjmcivor

October, 2011

“Mobile marketing is no longer something companies need to try – it's something they need to do.”

Contents

• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy• Technology Choices• Integration Planning• Selecting a Vendor

Creating a Mobile Strategy

The State of Mobile

• # of American adults (13+) with a mobile phone: 234 million2

• % mobile-only households: 271

• % who use text-messaging: 712

• % who access the web: 422

• % of smartphones: 402

• % of smartphone users who access the web at least daily: 783

1 Cellular Telephone Industry Association, 20112 ComScore, October, 20113 Ipsos/Google, July, 2011

Creating a Mobile Strategy

Types of Mobile Media

• Reach • Ease of implementation• User-experience

Creating a Mobile Strategy

SMS / Text-Messaging

• Short Codes •5-6 digits•Domestic

• Long Codes•10+ digit•Domestic & International

• Build a database • 95% mobile phone reach• Consistent user-experience

Creating a Mobile Strategy

MMS(Multi-Media Messaging Service)

• Barcodes/QR Codes • Images• Video

• Richer user-experience• Spotty user-experience• Medium reach

Creating a Mobile Strategy

Mobile Web

• Define your purpose• Auto-detect mobile device • Content is key• Medium Reach (but growing)

Creating a Mobile Strategy

Downloadable Applications

• Very interactive• Complex delivery• Expensive development• Low/Medium reach

Application Marketplaces• Apple, Android, Rim, Windows, Nokia

Creating a Mobile Strategy

IVRIntegrated Voice Response

• 100% reach• Instant response• Interactive • Develop a database

Creating a Mobile Strategy

Mobile Advertising

• Banner Ads• Mobile/WAP sites• In-game or in-application• Landing Pages

• SMS• End-of-message Tags• Full message

• Advertising Networks• Direct to mobile site owner

Creating a Mobile Strategy

ApplicationMobile WebSMS

SMS

QR Code

Advertising

NFC

Mobile Web

Content

Dis

covery

Creating a Mobile Strategy

The Mobile User-Story

Target.com vs. m.target.com

" ...the mobile use case is about either urgent need-to-know or impulsive want-to-have data.“ - Steve Smith, Media Post: Mobile Insider

Creating a Mobile Strategy

Developing a Mobile Plan

• Set your objectives

• Understand your audience

• Define the strategy

• Choose the mobile media

Creating a Mobile Strategy

Set your objectives

• Primary and secondary objectives• Increase donations• Reduce costs• Recruit volunteers• Increase advocacy

• Measurable

• Consider a phased approach

Creating a Mobile Strategy

Understand your audience

• Current vs. Desired

• Mobile profile• Devices• Activities

• Demographics

• Historical patterns

Creating a Mobile Strategy

Mobile Technographics: Understanding The Connected Consumer

September 2010 “US Mobile Technographics®: 2010”

Define the mobile strategy

• Who do you want to reach?

• What do you want to offer?

• What is your level of commitment?

Creating a Mobile Strategy

Choose the mobile media

• Based on your audience

• Short-term vs. Long-term

• Device and platform features required

Creating a Mobile Strategy

Integration

• Mobile should be a part of a larger strategy• Strong Call-to-Action• Compelling and valuable

Potential integration points• Web site• Printed material• Social Networks• Email newsletter

Creating a Mobile Strategy

Selecting a vendor

• Strategy Development/Consulting

• Media Specialists (e.g. apps, SMS, Web)

• Development shops

Look for: • depth of expertise (how long in mobile)

• breadth of knowledge (which aspects of mobile)

Creating a Mobile Strategy

Selecting a vendor

Self-Service Platforms

• Does the platform support the needed features?

• Who will operate/use the platform?

• What skills are required?

Creating a Mobile Strategy

Contact

Kelly McIvorkelly@atomicmobile.com

Creating a Mobile Strategy